Comments on: Digital Marketing Tidbits: Social Media, CPM, Ad Serving, and RTB http://www.darrenherman.com/2009/09/27/digital-marketing-tidbits/ Marketing, Media, and Technology Conversations Wed, 8 Feb 2012 19:55:30 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: interactivemix http://www.darrenherman.com/2009/09/27/digital-marketing-tidbits/comment-page-1/#comment-94448 interactivemix Wed, 30 Sep 2009 13:41:10 +0000 http://www.darrenherman.com/?p=1025#comment-94448 Your first two points seemed to be aimed at novices and those unfamiliar with marketing as a concept. Your social media strategy should no more be divorced from your digital marketing strategy than your digital marketing strategy should be divorced from your overall marketing strategy offline and online. Its like removing a foot as part of your preparation for running a marathon.<br><br>It is a good thing to remind people though of how and what CPM should be used for. Spot on, it is an indication of cost not performance however I think the post was about moving away from a model where cost was a base indicator and moving to a model where performance was the only thing to be rewarded. It is a valid point and one that a lot of online media owners need to wise up to before CPC makes the argument redundant. Selling space online based on CPM has rapidly become a brand marketing only exercise as support for direct response media like CPC and email. I'm not convinced that media owner will be able to sustain their current CPM valuations as more and more advertisers wake up to that. If the media owners were to move to a CPC model how many of them would not be embarrassed by the performance figures they produced?<br><br>Ad Serving and Real Time bidding was a hot topic at Ad Tech and I think you are right that it is going to pre occupy the industry's thoughts for a while but unless they provide ads that perform I suspect that the yards of column writing will amount to no more than a whisper in the corner at the end of the day.<br><br>The central point is that advertisers are getting smarter and as budgets tip ever more in digital's favour so the smoke and mirrors will be lifted en masse and media owners will have to stand not by what they say, but by what they do.<br><br>Aaron Savage<br>Managing Director<br>Interactive Mix Limited<br><a href="http://www.interactive-mix.com" rel="nofollow">http://www.interactive-mix.com</a> Your first two points seemed to be aimed at novices and those unfamiliar with marketing as a concept. Your social media strategy should no more be divorced from your digital marketing strategy than your digital marketing strategy should be divorced from your overall marketing strategy offline and online. Its like removing a foot as part of your preparation for running a marathon.

It is a good thing to remind people though of how and what CPM should be used for. Spot on, it is an indication of cost not performance however I think the post was about moving away from a model where cost was a base indicator and moving to a model where performance was the only thing to be rewarded. It is a valid point and one that a lot of online media owners need to wise up to before CPC makes the argument redundant. Selling space online based on CPM has rapidly become a brand marketing only exercise as support for direct response media like CPC and email. I'm not convinced that media owner will be able to sustain their current CPM valuations as more and more advertisers wake up to that. If the media owners were to move to a CPC model how many of them would not be embarrassed by the performance figures they produced?

Ad Serving and Real Time bidding was a hot topic at Ad Tech and I think you are right that it is going to pre occupy the industry's thoughts for a while but unless they provide ads that perform I suspect that the yards of column writing will amount to no more than a whisper in the corner at the end of the day.

The central point is that advertisers are getting smarter and as budgets tip ever more in digital's favour so the smoke and mirrors will be lifted en masse and media owners will have to stand not by what they say, but by what they do.

Aaron Savage
Managing Director
Interactive Mix Limited
http://www.interactive-mix.com

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